Mars builds the "anticipation bubble" for M&M's in Super Bowl

01/13/2013 | Advertising Age (tiered subscription model)

Marketers for candy company Mars say that the M&M's brand will go against the prevailing trend of releasing Super Bowl spots early for buzz, and instead will stick with the old model of building an "anticipation bubble" for seeing the spot for the first time during the game. The BBDO ad will emphasize the quality of the chocolate with the tagline "Better with M," but won't introduce a new character as last year's spot did with Ms. Brown. "We are continuing with what we call our surprise-and-delight approach," says Roy Benin, chief consumer officer at Mars.

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